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My Design Process

Helps deliver exceptional creative content on time and on budget while ensuring optimal use of resources.

The Agile Methodology Defined

The agile methodology is a SCRUM-based iterative, incremental approach to web design or software development that prioritizes continuous delivery over linear, step-based milestones, and rigid objectives. In this approach, designers work in short sprints (one to two weeks) to rapidly prototype and test new features or designs at every step of the project.

Principles of the Agile Web Design Process

During the design process, options and priorities must be weighed, with each choice either speeding up the workflow process or impeding it. Although it’s not always clear which option is best, the agile method offers four core principles that determine what to prioritize during the design process: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan

My Leadership Approach:

How I drive quality improvements, and fostering meaningful growth among team members:

  1. Establish a Clear Vision
  2. Cultivate a Collaborative Environment
  3. Encourage Continuous Learning
  4. Set Clear Goals and Expectations
  5. Provide Constructive Feedback
  6. Implement Performance Reviews
  7. Recognize and Celebrate Achievements
  8. Promote Work-Life Balance
  9. Lead by Example
  10. Foster a Growth Mindset

My Design Process:

How I Design and lead the creation of creative UI Content for Digital Experiences using an Agile workflow:

  1. Understand User Needs & Project Goals
  2. Create Cross-Functional Teams
  3. Iterative Design & Prototyping
  4. Implement Agile UX Design Principles
  5. Regular Sprint Reviews
  6. Collaborate and Iterate
  7. User Testing and Validation
  8. Documentation and Design System
  9. Continuous Improvement

Design & Anaytics Tools:

  • Adobe CC
  • Sketch
  • InVision
  • Balsamiq
  • Cinema4D / Octane Render
  • Adobe XD
  • Hotjar (User Behavior Analytics)
  • Google Analytics (Web + App Analytics)

      Collaboration Tools:

      • Jira
      • Airtable
      • Slack
      • Miro
      • Google Meet
      • Teams
      • Trello
      • Asana

        Agile / Kanban Process with a two-week iteration:

        As a creative leader, I make use of either Kanban / Agile light framework to develop UI. However, this can depend per project and company of what is required. 

        1. Kickoff Meeting (1-2 hours):

        – Gather the design team members (Marketing, Front-End, Brand Design, traditional design work)

        – Review the current project goals, and traditional design work

        – Define the scope for the upcoming two-week sprint, considering tasks related to multiple projects.

        – Assign roles and responsibilities based on project needs.

        2. Sprint Planning (2-4 hours):

        – Prioritize design tasks across different projects using the product backlog

        – Select tasks that align with the goals of the creative output.

        – Estimate the effort required for each task -> create comprehensive sprint backlog

        3. Daily Standup (15 minutes max):

        – Daily check-in with team members (Discuss progress, obstacles, challenges, blockers etc.) 


        4. Ongoing Design Work:

        – Designers work on their assigned tasks.
        – Champion close collaboration with developers, managers, stakeholders
        – Regular reviews and iterate on designs based on feedback and user testing.


        5. Bi-Weekly Design Reviews:

        – Mid sprint review sessions, where I asses the completed work across multiple projects.
        – Gather feedback, make adjustment accordingly. For example feedback might focus on improving the consistency of branding elements across product/websites.

        6. Sprint Retrospective:

        – At the end a retrospective meeting is held, reflecting on what went well and what can be improved.
        – Action items are identified to enhance the design process and collaboration across projects.

        7. End of Iteration Demo:

        – Completed work is showcased to the stakeholders.
        – As a leader, I discuss how the work aligns with the project goals, user needs, and brand identity.
        – Stakeholder feedback and insights are gathered for future iterations and projects.

        8. Starting Next sprint:

        – After the demo, I initiate the next two-week iteration.
        – The cycle repeats, with the team continuously improving its design processes and maintaining design consistency across all brand projects.


        Full Lifecycle Experience:

        Hands-on involvement and expertise in every stage of a product’s development process, including:
        • User Needs Discovery: As a creative director at Nike, Ive initiated projects by conducting extensive market research and engaging with users (Nike Members). This involved understanding the preferences, challenges, and desires of Nike’s target audience.
        • Conceptualization & Ideation: Based on insights gathered, I’ve lead brainstorms and conceptualized design ideas. FE, When developing the new members program, I’ve worked with my team to generate concepts that would resonate with Nike’s taret audience. Think of Sketching, wireframing, or creating design prototypes.
        • Prototyping & Validation: Developments of digital interfaces & physical products. These prototypes where tested with stakeholders/users. Gathering feedback and used to refine the designs, making sure that the final product would meet the users’ expectations and needs.
        • Implementation Guidance: After design validation, I’ve provided guidance to the development and implementation teams. This involved collaborating closely with developers, ensuring that the design intent was translated accurately into the final product. I’ve conducted design reviews, provided detailed specifications, and offered clarifications during the implementation phase.
        • Continuous Improvement: After product launch, I’ve analyzed user feedback and performance metrics, identifying areas of improvement. Think of tweaking user interfaces for better usability or enhancing membership program features based on user engagement data, I’ve ensured that product evolved to meet changing user needs.

        Applying User-Centered Design Principles:

        I place the end-user at the heart of my design process. By understanding users’ needs, preferences, and behaviors, I ensure the products or services resonate deeply with the audience. This empathetic approach fosters enhanced user satisfaction, building trust and loyalty in a brand. Additionally, user-centered design principles facilitate iterative refinement, allowing me to continuously improve offerings based on real user experiences. Adopting these principles not only creates user-friendly solutions but also strengthens a brands competitive edge in the market, ensuring long-term success and customer delight.

        1. USER EMPATHY

        Understanding users’s needs, behaviors, and motivations through empathy, allowing design decision to be driven by insights.


        Involve users throughout the design process to ensure their perspectives are considered, leading to solutions that resonate with the audience.

        3 . CONSISTENCY

        Ensuring consistent design elements and interactions across product/brand/web to provide a seamless user experience

        4. CLARITY

        Present information and actions clearly, avoiding ambiguity and ensuring users understand the tool/system/product and know how to proceed.

        5. SIMPLICITY

        Strive for simplicity in design, removing unnecessary elements and complexity, making interactions intuitive and straightforward.


        Design products that are accessible to all users, including those with disabilities, ensuring equal usability and functionality.

        7. FEEDBACK

        Provide timely feedback to users, acknowledging their actions and informing them of system responses to enhance their understanding.

        8. ITERATION

        Ongoing iterations and improving designs based on user feedback and changing needs, ensuring the product evolves in line with user preferences.

        Working Agile Examples


        Nike aimed to launch a Membership Program for enhanced customer engagement, increase demand and loyalty.


        As the creative director, I coordinated a team of 14 and collaborated closely with developers and stakeholders.


        1. Sprint Backlog Creation:

           – Steps: Conducted two days of intensive workshops to define sprint backlog items, breaking down tasks using user stories and MoSCoW prioritization.

           – Timeline: Workshop lasted two full days, backlog refinement continued throughout the sprint.

           – Tools: Utilized Miro for collaborative virtual workshops and Jira for backlog management.


        2. Iterative Prototyping:

           – Steps: Conducted bi-weekly design sprints where we created wireframes and high-fidelity prototypes.

           – Timeline: Each design sprint lasted five working days, with two days dedicated to user testing and iteration.

           – Tools: Employed Figma and Sketch for designing wireframes and InVision for prototyping and user testing sessions.


        3. Daily Stand-ups and Adaptation:

           – Steps: Held daily stand-up meetings, discussing progress, challenges, and solutions. Adapted designs promptly based on daily feedback.

           – Timeline: Stand-up meetings were conducted every morning, lasting 15 minutes each.

           – Tools: Used Slack for quick team communication and real-time problem-solving.


        4. Continuous Integration:

           – Steps: Integrated designs into the development process through version control systems, ensuring seamless collaboration between designers and developers.

           – Timeline: Continuous integration was practiced throughout the project, with multiple integrations daily.

           – Tools: Leveraged Git for version control and collaboration, fostering a smooth workflow between designers and developers.



        By following this Agile approach over a span more than 1 years, the Nike Membership Program was successfully launched. The iterative design process, swift adaptation, and seamless collaboration between the cross-functional teams ensured a high-quality, user-centric membership experience.


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